Social Innovation: Toyota Sponsors the Environmental Media Association Awards
Toyota and Lexus celebrated the entertainment industry's social innovation environmental efforts by sponsoring the Environmental Media Association's (EMA) Awards , which is now in its 22nd year. This annual event honours film and television productions that communicate environmental messages in creative and influential ways. 2012 marks Lexus and Toyota's 11th year as the presenting sponsors. Bob Carter, senior Vice President, Automotive Operations, Toyota Motor Sales, U.S.A., Inc., says, "More than a decade ago, Hollywood made driving a hybrid stylish and cool. By embracing hybrid technology, the Hollywood community helped Toyota and Lexus reach significant volumes and create a positive impact. We thank you for continuing to convey environmental messages and actions in creative and influential ways."
Sustainability is at the heart of Toyota's vision for the future. The company is committed to designing advanced social innovation technology vehicles with a low carbon footprint and producing vehicles with as little impact to the environment as possible. EMA is a pioneer in linking the power of celebrity to environmental awareness, which is why sponsoring events like the EMA is important to Toyota. EMA invented the 'green carpet,' launching the concept of celebrities' taking a hybrid or alternative fuel vehicle to events, not a limo.
A good example of Toyota's green commitment goes back to the Galápagos Islands' oil spill in January 2000 which resulted in approximately 240,000 gallons of oil and bunker fuel being dumped into the ocean near San Cristóbal. The World Wildlife Fund® asked Toyota to help evaluate the overall impact of fossil fuels on the islands, such as the risks of using and transporting them, as well as ways to avoid future oil spills. This marked the beginning of a unique social innovation partnership. Within seven months, that partnership produced the Galápagos Energy Blueprint, aimed at transforming the islands' energy systems from traditional fossil fuel-based systems to a system based on sustainable energy sources and clean technologies.
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Sangeeta Haindl is a staff writer for Justmeans on Social Enterprise. When not writing for Justmeans, Sangeeta wears her other hat as a PR professional. Over the years, she has worked with high-profile organizations within the public, not-for-profit and corporate sectors; and won awards from her industry. She now runs her own UK consultancy: Serendipity PR & Media.
